ITSMA’s annual Services Marketing Budget Allocations and Trends survey provides data on services marketing budgets, budget allocations, and marketing priorities from a range of companies across the technology and consulting industries

1. B2B SERVICES MARKETING
BUDGET AND TRENDS 2014
ITSMA’s annual Services Marketing Budget Allocations and
Trends survey provides data on services marketing budgets,
budget allocations, and marketing priorities from a range of
companies across the technology and consulting industries
MARKETING PRIORITIES FOR 2014
1. Thought leadership development and dissemination
2. Brand/reputation management/differentiation
3. Sales and marketing alignment/sales force enablement
4. Account Based Marketing
5. Marketing Performance Management
CHANGES ANTICIPATED IN MARKETING BUDGET
% of Respondents
Increase
36%
Stay the Same
51%
Decrease
Overall 2014
B2B Services Marketing
Budget Growth:
13%
4.8%
TOP THREE ESSENTIAL SKILLS FOR THE
FUTURE SUCCESS OF MARKETING
% of Respondents
Writing/story telling/editing/publishing
53%
Leadership
51%
Data and analytics
36%
MARKETING BUDGET ALLOCATION
Mean % of the Services Marketing Budget
Other
Market/competitive intel
Business partners/alliances
Marketing operations
Strategy and market
planning
5%5%
5%
6%
7%
Relationship management
and monitoring
Sales enablement and support
7%
8%
8%
Demand generation
and lead management
18%
16%
15%
Brand and communications
Content development
Offering management
MARKETING BUDGET TRENDS
Sponsorships
Content
development
Public trade
shows, events,
conferences
Sales
enablement
and support
Advertising
(traditional)
Brand and
communications
Direct marketing
(email/mail/
telemarketing)
Digital
marketing
Marketing
technology
FIVE MANDATES FOR MARKETERS IN 2014
1 Measure and communicate metrics that matter
2 Become a data and technology frontrunner
3 Improve relevance and personalization
4 Enable thought leadership selling
5 Develop a proactive and adaptive marketing culture
Study Methodology
From December 2013 through January 2014, ITSMA used a
web-based survey to gather data from its members and
select non-members about services marketing budgets
and top marketing priorities. ITSMA received 45 responses
from 44 unique companies.
Julie Schwartz
Senior Vice President
Research and
Thought Leadership
jschwartz@itsma.com
Source: ITSMA, 2014 Services Marketing Budget Allocations and Trends
© 2014 ITSMA—Reproduction Prohibited | B025IG